100%(16)16 out of 16 people found this document helpful
This preview shows page 39 - 41 out of 108 pages.
Online marketing platformOnline marketing platform (OMP) is an integrated web-basedplatform that combines the benefits of a business directory, local searchengine, search engine optimisation(SEO) tool, customer relationship management(CRM) package and content management system(CMS). Ebayand Amazonare used as online marketing and logistics managementplatforms. On Facebook, Twitter, YouTube, Pinterest, LinkedIn, and other Social Media, retailonline marketing is also used. Online business marketingplatforms such as Marketo, Aprimo, MarketBright and Pardothave been bought by major IT companies(Eloqua-Oracle, Neolane-Adobeand Unica-IBM).Compensation methodsAdvertisers and publishers use a wide range of payment calculation methods. In 2012, advertisers calculated 32% of online advertising transactions on a cost-per-impression basis, 66% on customer performance (e.g. cost per click or cost per acquisition), and 2% on hybrids of impression and performance methods.:17CPM (cost per mille)Cost per mille, often abbreviated to CPM, means that advertisers pay for every thousand displays of their message to potential customers (mille is the Latin word for thousand). In the online context, ad displays are usually called "impressions." Definitions of an "impression" vary among publishers,and some impressions may not be charged because they don't represent a new exposure to an actual customer.Advertisers can use technologies such as web bugsto verify if an impression is actually delivered.:59Publishers use a variety of techniques to increase page views, such as dividing content across multiple pages, repurposing someone else's content, using sensational titles, or publishing tabloid or sexual content.CPM advertising is susceptible to "impression fraud,” and advertisers who want visitors to their sites may not find per-impression payments a good proxy for the results they desire.:1–439
CPC (cost per click)CPC(Cost Per Click) or PPC (Pay per click) means advertisers pay each time a user clicks on the ad. CPC advertising works well when advertisers want visitors to their sites, but it's a less accurate measurement for advertisers looking to build brand awareness.CPC's market share has grown each year since its introduction, eclipsing CPM to dominate two-thirds of all online advertising compensation methods.:18:1Like impressions, not all recorded clicks are valuable to advertisers. GoldSpot Media reported that up to 50% of clicks on static mobile banner ads are accidental and resulted in redirected visitors leaving the new site immediately.CPE (cost per engagement)Cost per engagementaims to track not just that an ad unit loaded on the page (i.e., an impressionwas served), but also that the viewer actually saw and/or interacted with the ad.CPV (cost per view)Cost per view video advertising. Both Google and TubeMogul endorsed this standardized CPV metric to the IAB's (Interactive Advertising Bureau) Digital Video Committee, and it's garnering a notable amount of industry support.